Sydney motor show begins

Jaguar has taken the knife to its prices – a very big, very sharp knife – with cuts of up to $64,500 across its model range.

Phil Popham, global operations director for Jaguar Land Rover, told Drive today that the price changes represent a shift in what the British luxury car brand offers to consumers.

“We are realigning specifications and pricing,” Popham says. “At the end of the day, around the world there are a number of factors that come into pricing – whether it be import duties, local taxations, exchange rates – but we’ve got to take a long-term view.

“What we’re doing now is really assessing the market, the competition and making sure that we’ve got the price, feature, spec levels – so it’s not a straight price reduction for our 2013 model year Jaguars,” Popham says.

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“We’re realigning the features and options based on what consumers want in Australia, and putting a price across that that is competitive. It’s nothing new, we do that across the world.”

XK

The biggest saving is for the manic XKR-S convertible, with the 5.0-litre supercharged V8 drop-top now priced at $299,000 plus on-road costs (was $363,500). The hard-top XKR-S coupe is now priced identically, a saving of $40,500.

The rest of the XK coupe and convertible range has also seen drops of $29,500. The standard XK is now $189,000 and the XK drop-top is $213,000. The warmed-over XKR coupe is now $209,000, and the convertible version is priced at $233,000. The repriced XK models have already started arriving in dealerships.

XF

The company’s volume-selling XF model has seen the introduction of a new base model petrol variant.

The cheapest model is the 2.0-litre turbo petrol Luxury, priced at $68,900 – undercutting direct petrol powered base model rivals including the Audi A6, Mercedes-Benz E-Class, BMW 5-Series and Lexus GS by a minimum of $8500. The new engine is a relative of the Ford Falcon EcoBoost 2.0-litre mill, which is also seen in some Volvo products. A better-equipped Premium Luxury model is $75,500.

At $69,900, the 2.2-litre turbo diesel XF is now $9000 cheaper than the previous version, and despite the price adjustment it has also seen added equipment such as standard satnav and a new eight-speed automatic for all variants. The Premium Luxury model is $76,500.

The 3.0-litre turbo diesel version of the XF is also considerably cheaper, now priced at $93,900 (was $103,500) and the 3.0L diesel Premium Luxury is $102,900 (previously $112,500). The top-end diesel S is $115,500 (previously $125,100) and the S Portfolio is $132,500 (a drop of $9600).

The petrol model range has seen a shake-up. The existing 3.0-litre petrol V6 and 5.0-litre V8 models have been switched for Jaguar’s new 3.0-litre supercharged V6 engine. The Luxury is $95,650 ($33,450 less than the V8) and the Premium Luxury has seen the same slice off its price, now $112,650.

There is still one V8 – the supercharged 5.0-litre version pushing out 375kW/625Nm in the XFR, which is now priced at $189,900 (a drop of $20,500).

XJ

The bigger XJ limousine is now as much as $62,300 cheaper, and the model range has seen the standard addition of a comfort package for rear seat passengers which adds heating, cooling and massage functions, foot-rests and pillow-like headrests. The naturally aspirated 5.0-litre V8 has also been dropped in favour of the new supercharged V6, while the 5.0-litre supercharged V8 remains.

Starting at the bottom of the range, the short- and long-wheelbase versions of the 3.0-litre turbo diesel and 3.0-litre supercharged V6 Premium Luxury models are all priced at $198,800, representing cuts ranging of up to $62,300, depending on the model.

For V8 models, the supercharged 5.0-litre Portfolio SWB is down by $15,100 ($298,000). The V8 Super Sport models are now $320,000 regardless of the length of the wheelbase, a cut of $42,600 for the SWB and $55,600 for the stretch.

42 comments so far

That's a good start, Jag. Keep it coming. Tata pricing for Tata quality!

Commenter

Verbal Kint

Location

Date and time

October 18, 2012, 5:45PM

Are you suggesting they put the prices up? TATA have only increased the quality of Jag and RR models. Take one for a spin, even the diesel isnt half bad.

Commenter

C63

Location

Pyrmont

Date and time

October 19, 2012, 11:37AM

Not at all... this is the start of some sound decision-making by Jaguar Australia. Prices are still 35% over-priced but we're heading in the right direction. Still refuse to pay $70 odd k for what is a car with a Mondeo engine (don't care how you put it).

Tata has been the biggest blessing for Jaguar period.... finally (if they keep this price reduction concept going) - i may actually buy one .... i simply haven't on principle thus far because of the premium Aussie consumers pay relative to the brits and americans.... when this car costs the same (or nominally) more than it does in Canada - i will readily buy one

Commenter

JPM

Location

Sydney

Date and time

October 19, 2012, 2:45PM

Actually, Ford did all the legwork for build quality and reliability, most of Jaguar's current range was designed under Ford leadership. TATA have specifically stated that they take a 'hands-off' approach to these companies (LR and Jag) with regards to design and manufacture; they provide a lot of cash to make the companies viable, though. This was why Ford lost so much money with Jag, you have to spend money to make money and they didn't stick around to see the results now. That's the facts guys, sorry to burst your bubble about the Indians turning Jag around...

Commenter

Problem?

Location

Date and time

October 19, 2012, 3:58PM

VerbalLexus offers Toyota cars at Mercedes prices. Mind you, the GS should not be mentioned in the same breath as the XF, E class, 5 series, and A6. A recent Wheels comparo rated it dead last in that comparison. Perhaps its rivals are Falcons and Commodores...

Commenter

Colonel Kurtz

Location

Date and time

October 19, 2012, 6:06PM

I have wanted a Jaguar forthe past 58 years, I might go out an buy one this weekend.

Commenter

thepres

Location

Sydney

Date and time

October 18, 2012, 6:03PM

The XJ was in most desperate need here - you could of got a four door Masser and a Porsche for the asking price

Commenter

5reasonreviews.com

Location

Date and time

October 18, 2012, 6:17PM

As I consider it extremely unlikely that Jaguar would sell cars at a loss, the fact that they can still make a profit when cutting tens of thousands of dollars off the price of a car is utterly staggering.

I know Jaguar is a luxury brand, so price isn't usually seen as a major factor when purchasing, but still....